Family businesses in Africa sustain growth despite uncertainty — PwC

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By Peter Egwuatu & Providence Ayanfeoluwa

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Family businesses across Africa are recording strong growth and demonstrating resilience despite economic uncertainty, regulatory reforms and geopolitical pressures, according to the PwC Africa Family Business Survey 2025.

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The survey, which covered 79 family businesses across East, West and Southern Africa, showed that 66 per cent of respondents achieved single or double-digit sales growth in the past year, surpassing the global average of 57 per cent.

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Commenting on the findings, Africa Family Business Leader at PwC, Esiri Agbeyi, said: “Family businesses in Africa have built a strong foundation for growth. Disciplined strategies and a clear focus on technology and AI show that the fundamentals are in place. The next step is to build on these strengths by scaling purpose, improving decision-making, and activating reputation and long-term capital as drivers of growth.”

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According to the report, “53 per cent of respondents aim to grow steadily over the next two years, while 27 per cent are targeting faster expansion, reflecting a strategy that balances growth opportunities with long-term sustainability.”

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On reputation management, Herman Eksteen, Family Business Leader, South Market, PwC, said: “South African family businesses tend to adopt a conservative, values-led approach to managing public reputation, placing a strong emphasis on long-term legacy, trust and social responsibility over short-term visibility or risk-taking.”

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The report noted that reputation remains a key asset, with 91 per cent of respondents describing it as critical to long-term success, although nearly one-third believe their reputation is vulnerable in the current operating environment.

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Speaking on technology adoption, Sunny Vikram, Family Business Leader, East Market, PwC, said: “With the rapid advancement of AI and digital technologies, many family businesses, particularly in East Africa, are rethinking their growth strategies, leveraging innovation to enhance service delivery, improve operational efficiency and build more resilient, competitive business models for the long term.”

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The report added that more than half of respondents are prioritising technology and artificial intelligence to improve efficiency, competitiveness and business opportunities.

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PwC concluded that family businesses that successfully combine purpose, agility, long-term capital, reputation management and strategic tax planning will be best positioned to sustain growth and remain competitive across generations.

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